Tyler D Miller | Digital Analytics Expert

Digital data analyst and leader with 10+ years of experience in digital data, and a prior background in digital marketing and paid media. Owned digital data from end-to-end including data capture strategy, implementation, QA, transformation, report creation, analysis, and presentation of recommendations. Led AB testing and personalization including ideation, development, measurement, and post-test execution. Managed a small team and trained and mentored many digital analysts, digital marketers and product managers.

Manager, Marketing Technology & Digital Analytics | January 2025 - Present
American Medical Association | Chicago, IL

• Managed a small team responsible for technical implementation of marketing technology, data collection, the data pipeline, visualization, reporting, analysis, AB testing and personalization
• Saved the organization $50k and months of personalization downtime by handling the technical implementation of SFMC Personalization without vendor support
• Coached other analysts, marketers, product owners, and business stakeholders on digital analytics, helping to grow the overall capability and sophistication of the organization
• Created predictive models using BigQuery ML to forecast annual goals throughout the year in order to track whether the department is on track to meet or exceed its goals, and identify potential areas of focus to improve performance
• Managed AB test development process including idea, prioritization, development, evaluation, and post-test implementation
• Developed an automated analytics QA tool in Python using Selenium to verify analytics tracking is active and accurate at all times
• Managed personalization template development, campaign management, and reporting
• Created and maintained dozens of real-time dashboards and reports for varying audiences and purposes to allow for self-service access into digital data

Lead Digital Analyst | March 2018 - January 2025
American Medical Association | Chicago, IL

• Built and maintained an automated data pipeline in BigQuery to ensure all dashboards and reports were based on, and matched a single source of truth, while reducing query size and cost
• Developed a Bayesian model of AB test evaluation to better match our testing strategy to our business goals - by evaluating test variations in a probabilistic and risk-based manner
• Collaborated with the web development team on tracking implementation including writing technical documentation, requirements, and user stories
• Took sole ownership of the transition from Universal Analytics to GA4, including re-tagging 60+ websites, performing full data quality assurance, and merging data across both versions for unified reporting and analysis
• Reduced analytics cost $150k+ per year each of the past 6 years by insourcing analytics development that had previously been handled by a consulting firm
• Served as the digital subject matter expert on the consent and privacy compliance team - implementing and maintaining tracking consent across the organization
• Implemented and maintained tracking across 60+ web properties developed and managed by many internal and external teams throughout the organization
• Led the organization through the transition from ad-hoc reporting based on the Google Analytics UI to real-time PowerBI reports based on a data pipeline utilizing raw GA data

Senior Digital Analyst | May 2016 - March 2018
American Medical Association | Chicago, IL

• Tracked, reported on and provided regular insight on the ecommerce purchase funnel to various types of stakeholders including product managers, marketers and media buyers, and executive leadership
• Partnered with dozens of stakeholders across the organization with digital data needs, provided them with guidance on digital KPIs that matched their business goals, and supplied them with data and analysis to help them make business decisions

Marketing Analyst | May 2012 - May 2016
Prime Publishing, LLC| Chicago, IL

• Worked to develop and improve an ecommerce site in the crafting area
• Had direct oversight of over $30,000 of monthly ad-spend, in paid search, paid social, display and affiliate marketing
• Conducted all marketing efforts to meet Cost per Acquisition goals

Bachelor of Science | Northern Illinois University | DeKalb, IL
Marketing | Interactive Marketing, Communications | Media Studies